A first-party data playbook for CMOs

By 2025, 75% of the world’s population is expected to have their personal data protected by modern privacy regulations, making first-party data one of your most critical marketing assets. Is your organization ready?

The new marketing must-have

The marketing landscape is undergoing a significant shift. With Google phasing out third-party cookies and privacy regulations tightening globally, first-party data isn’t just another tool in your arsenal, it’s becoming your most powerful competitive advantage.

But, succeeding with first-party data isn’t just about the technology. It requires a fundamental reimagining of your marketing operations, breaking down silos, and creating new collaborative frameworks across your organization.

Why first-party data demands C-level attention

Implementing a solid first-party data strategy brings several business benefits that can transform your marketing efforts:

• Reduced acquisition costs: By leveraging first-party data, you can target the right customers with more precision, eliminating waste and driving cost-efficiency.
• Increased customer lifetime value: Personalized, data-driven marketing strategies foster stronger customer loyalty, encouraging repeat purchases and boosting revenue over time.
• Enhanced personalization: The ability to personalize campaigns strengthens customer engagement and gives you a competitive edge in a crowded marketplace.
• Risk mitigation: First-party data helps mitigate compliance risks, particularly with privacy regulations like GDPR, as it’s gathered directly from customers with their consent.

Let’s have a look at two examples of how we have helped our clients achieve results in this area.

Case study: Telecom giant’s data transformation

When a leading telecommunications provider struggled to extend the use of their newly implemented customer data platform (CDP) into paid media channels, they launched a comprehensive first-party data initiative. Here’s what they achieved:

• 100K+ SEK reallocated media spend through exclusion segmentation in Meta & Display
• 3 MSEK+ annual uplift on media use cases
• 28% better CPA from lookalikes derived from the CDP compared to normal targeting

The key to their success? Strategic cross-channel collaboration and data-driven decision-making. We supported the client in implementing and scaling the use of the CDP, driving efficient media spend and significant improvements in performance across channels.

Case study: Retail success story

A retail customer transformed their marketing strategy by integrating scalable data capabilities:

• Deployed 3 algorithms and 5 segmentation models across 5 channels (SEM, GDN, Facebook, Email, SMS)
• Enabled automated personalization across marketing and sales touchpoints
• Implemented targeted, data-driven use cases to optimize customer acquisition

Results:

• 32% improvement in customer acquisition efficiency
• 17% increase in average purchase size
• 22% growth in buying frequency between first and second purchase

This transformation wasn’t just about new technology—it was about aligning teams across the organization to maximize the value of data and drive impactful marketing results.

3 key focus areas for your first-party data strategy

To make the most of first-party data, focus on three areas:

1. Collaboration across teams

Ensure strong collaboration between paid media, CRM, and data teams. Align incentives and KPIs to drive shared success across teams, and clearly define who owns the data to avoid confusion.

2. Smart investment into data and technology

Take a step back and assess your current tech capabilities. Identify any gaps in your data collection process, and plan for automation and scalability to manage increasing data volumes effectively. In most cases, you already have a starting point for your first-party data capability in your data warehouse & marketing automation tool —you don’t need that much more to begin with. Don’t assume that you need to buy more tools to get started, and consider piloting with what you have in place already today.

3. Team capability

Evaluate the current skill sets of your teams. Do they have the expertise to handle data analytics? It may be worth building internal capabilities or partnering with experts in areas like data architectures and engineering, predictive modelling, or machine learning to maximize your data’s potential.

Common pitfalls to watch out for

When implementing a first-party data strategy, be mindful of these common missteps:

• Treating it as an IT project: It’s easy to focus solely on the technical implementation, but the real impact comes from how teams collaborate and utilize the data.
• Misaligned team incentives: Ensure that everyone—from media buyers to CRM specialists—is working towards the same goal.
• Focus on channel or product:  Be customer and goal centric
• Poor change management: Data-driven marketing requires new workflows and processes, so managing this cultural shift is critical.
• Rushing to buy tools without clear use cases: Focus on the strategy first; tools should be chosen based on specific needs and objectives.

How to build and scale your first-party data strategy

Creating a first-party data strategy doesn’t have to be overwhelming. Start small, build a strong foundation, and expand step by step:

1. Define your goals & how to measure effect

Decide what you want to achieve. Whether it’s gaining new customers, increasing sales, or improving loyalty, focus on the most urgent use cases that align with your business needs.

2. Start with small experiments

Test your ideas with simple, manageable projects. These experiments should deliver clear results that show the value of first-party data. Set clear metrics to measure success and use the findings to guide your next steps.

3. Build a strong data foundation

Organize your data by integrating systems, improving quality, and automating key processes. Start with paid media campaigns, where quick wins can provide resources for expanding into other channels.

4. Expand what works

Once you see success, replicate your best strategies across more channels. Fine-tune your approach as you go, and always measure results to focus on what delivers the most value.

5. Transform your marketing

Over time, use your data to drive deeper changes. Automate decisions, personalize experiences and create a seamless presence across all channels. This not only improves efficiency but also strengthens customer loyalty and long-term growth.

Step by step, a first-party data strategy can help you achieve your goals while keeping your marketing focused and effective.

Accelerate your journey

Success in first-party data transformation often benefits from expert guidance. We’re here to help you achieve your goals and have experienced consultants who can:

• Provide strategic direction and best practices
• Support technical implementation
• Help develop internal capabilities
• Guide change management
• Accelerate time to value

Whether you need strategic advice or hands-on support, working with the right partner can help you navigate challenges and achieve your data transformation goals more efficiently.